Product Positioning IMAGE Product Positioning q The q

Product Positioning IMAGE

Product Positioning q The q efforts a business makes to identify, place, sell its products. “The Image that a Product Projects”

Product Positioning GOAL: Set the Product Apart from the Competition (Differentiate) n Positioning Strategies Includes: - Position by Price and Quality - Position by Features and Benefits - Position in Relation to Competition - Position in Relation to Other Products in a Line n

Positioning by Price and Quality n High Price is a symbol of Quality Low Price is an indication of Value n Company may offer: Economy, Mid-Priced, and/or Luxury Line

Positioning by Price and Quality EXAMPLE n FORD offers: Focus – Economical Compact Car Mustang – High-Performance Car Lincoln Continental – High-Priced Luxury

Position by Features and Benefits n Products are associated with a customer benefit or a special attribute (feature) Example: OIL of OLAY Special Moisturizer to Help Skin Stay Soft (Ads / Promotions will stress this)

Position in Relation to Competition n Position Product to Compete Directly with the Products of Another Company. n Common Strategy when Trying to Solidify an Advantage Over Another Firm.

Position in Relation to Competition n Not Good Idea to Go Directly Against Industry Leader Unless You are Big Example: Pepsi (#2) vs. Coke (#1) if small: Southwest vs. All (Low-Fare Alternative)

Position in Relation to Product. Line n Promote or Advertise an entire line of goods. Relate each product to each other. Example: Campbell’s Soup Recognize the Red Can…